Dave Collins, The Lost Art of Meaningful Content, BoS USA 2016
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Dave Collins of Software Promotions at BoS Conference USA 2016. See all talks here: http://businessofsoftware.org/2016/07/all-talks-from-business-of-software-conferences-in-one-place-saas-software-talks/
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Dave Collins, The Lost Art of Meaningful Content, BoS USA 2016
- 1. TEXT ALL TO HERE TEXT ALL TO HERE www.softwarepromotions.com | @thedavecollins TEXT ALL TO HERE TEXT ALL TO HERE
- 2. The Lost Art of Meaningful Content Dave Collins, SoftwarePromotions @The DaveCollins
- 9. SEO 1: exist
- 10. SEO 2: tweak
- 12. SEO 4: hack
- 17. How many SPAM a day?
- 18. Am I the first spammer to speak at BoS?
- 28. “moderate strategies produce moderate gains”
- 29. That’s not good. Your day of reckoning is looming. Blah blah blah…
- 40. Penguin – April 2012
- 50. Evolution
- 51. The evolution of quality
- 52. The evolution of quality
- 53. The evolution of quality
- 54. The evolution of quality
- 74. I know…
- 113. I have a formula…
- 114. mental masturbation + verbal diarrhoea = easy content (but rubbish)
- 122. “About 11 months ago, we published a post that took somewhere in the vicinity of 180 hours to research and write. It's 12,000 words and a 59-minute read. It's on a subject we knew people wanted us to cover: copywriting formulas. ”
- 123. Shared: >4700 times Comments >130 It ranks first for the phrase “copywriting formulas” (!) It gets several thousand page views a month The average time on that page is 5 minutes 23 seconds We get emails thanking us for it regularly It's generated 1000s of subscribers
- 124. “I've spent what may add up to a year's worth of time writing posts few will ever see or care about.”
- 125. “But the body of work we're building here is bigger than the individual posts…”
- 135. - Easier to write - Better feedback - More engagement - Less unsubscribes
- 137. Hey did you see that awesome post on the Buffer blog this morning?
- 144. Release the good quality and original content, Smithers
- 149. Saying ‘No’ to Being Bought Out: Rookie CEO Grows Up… Reluctantly
- 159. “moderate strategies produce moderate gains”
- 174. The Lost Art of Meaningful Content: Choose a better way @The DaveCollins
Notas do Editor
- Smart & ambitious - early adopter of affiliate system & SEO
- Demand +, #1 competition, sales grew 5x in 15 months Grew dev team & product range
- REAL site and help altavista
- PageRank & the more links the better
- The era of hacking everything
- 100 -> 10,000 ->
- 184 billion! 2.2 million a second!
- Nowadays I engage in the noble art of SEO…
- No sarcasm…
- Back to Bob’s history
- THE remake
- Dabbled – liked – shiny object - outsourced
- Every SEO trick ever seen & more!
- So it turns out Bob had a lot of content
- Used every trick in the book – including some I’d never seen!
- Aggressive strategy of dominating search – and it worked
- Accepted my points but…
- I’m a smoker. I know…
- Right now I’m riding that wave & will continue
- Google’s first shot at crappy results. Panda Nov 2011. Day of reckoning (but this still was not the mine).
- G trying to get rid of poor quality results. That simple.
- 200+ pages fixed, but I worried there are other issues. “Still a smoker – will deal with tomorrow tomorrow”
- Curiosity landed
- Dodgy links.
- This time it was really bad
- 6/800 -> single figures. Staff laid off.
- 1st sweep: 10,000+ links 3 yrs+ to make a dent
- What is a toxic link – explain did not come from us!
- Bob shaken up. One thing to know day of reckoning will come
- No more dodgy links… but has moved onto content.
- Bob’s problems weren’t about specifics of links. It went deeper.
- More about riding waves in general – went far beyond SEO
- Me vs. Dad. QUANTITY increased
- Prob 1 – quality replaced by quantity
- THE PROBLEM PART 2:
- Shouting doesn’t work. Online or off. So we encourage other people to shout for us.
- The myth of amplification
- beginner’s guide to content marketing
- KS talk with absurd photos and unlikely conversations
- The tide is starting to turn – ppl don’t like being deceived. Who knew? Prob 2: blindly following others
- Human nature: “I know…”
- Epiphany marketing & shiny new object syndrome. Something that we ONLY see online. 3rd problem.
- IN THE REAL WORLD there are rules
- We judge by appearance, and first impressions play a big part
- By what we’re doing
- By our perceived reputation
- By the image that we give off
- By the messages that we send
- And how we hold ourselves
- We judge by appearance, and first impressions play a big part
- Countless conversations – many of which will define 1st (and strongest) impression
- My Brit accent gives me an advantage (no sarcasm) – as all things British are…
- The online world is in this world!
- Guess what – being horrible online is being horrible
- Even on Twitter
- Why do we think that shoving is better than interrupting?
- Because we already know that shouting doesn’t work…
- Asked to speak at BoS – genuine honour & privilege
- Could have done this
- Or fantastic
- Time filler. But…
- What a wasted opportunity – to share ideas.
- As is every piece of content you ever write. Every single one an opportunity.
- When Joanna from CH asked me if I wanted to write a blog post for their site, I spent many hours on creating tailored content for her audience. This wasn’t the easy option.
- I could have gone for an easier option with a cool headline. Because the cool headlines work! But…
- The obvious argument to all this…
- The spam model – wow, same argument applies!
- Pollution and self-inflicted deluge -> drowning. Not toxic but full of garbage! Swimming in rubbish. Familiar?
- Attack on clarity
- All of this has happened before and all of this will happen again.
- Infinite loop: IN SEO find flaws, exploits, G slaps, find next opportunity
- Maybe “DO NO EVIL” is a warning? Pretty crappy moral compass if you ask me
- Ideas that work -> clever -> mainstream -> quantity… (SLIDERS ON WEB PAGE) The Ultimate Arms Race
- Spam = bombards your inbox. And it works. Kind of.
- Inbound = bombard your world. And it works. Kind of.
- Either way you’re drowning people in content that they don’t want.
- Option I: the easy way
- Option II: The Seth Godin model
- Right here! Search for DC, SG, JS – yes I’m that good at SEO
- Daily posts – often under a few hundred words. HIGH quality.
- Also the most profound statement I’ve ever read – more later.
- The Joanna Wiebe model
- You have choices – but the easiest may be the most tempting
- BAD HABITS ARE EASY TO ACQUIRE – but we (in this room) are not like most people. We can do better. We are better.
- Other people’s ideas are alluring. Borrowing them is deceptive. (Cuckoos Egg)
- Consequences of handling the issues of others
- Repackaging, regurgitating, really?
- “HARD IS GOOD” (easy doesn’t mean good/best) Exercise Creativity Growth Learning Changing
- Stop hacking!
- “learn to be a Doctor in 7 days”???
- Don’t default to shortcuts
- This talk -> own organic identity -> changed GD to every two weeks
- NEW CLEAN CONTENT
- Ideas that should be set free & shared vs only sharing other people’s thoughts & opinions
- homeopathy
- YOU ARE UNIQUE!
- Nobody experiences the world like you!
- Tap into it – don’t fake it. Shelves that look? No arguing?
- Because it isn’t difficult to spot the real thing when you see
- THE SOLUTION
- Good quality content that must be set free
- Kill your content calendar – before it kills your reputation.
- Or your ideas will become lost and you’ll feel trapped in a self-inflicted jail
- Only use Google for research dis/proving ideas Reinforcing Refuting Not for content pillaging. And here’s that quote I promised…
- But it’s not G, it’s how we use it
- Content because there’s something to say… Peldi’s talk last year was his best – fantastically authentic story. Original. Fascinating.
- So guess what happens next?
- Links happen when there’s content worth linking to
- Unlikely conversations like this one might actually happen
- Social sharing happens when there’s something to share – let the system work for you!
- 1st guiding constant principle:
- 2nd guiding principle: signals – just like the real world!
- Plan, research and write for: (1) humans (2) Google
- BOB: Agreed but… this still works
- Quantity doesn’t even come into it. And in terms of data…
- Another bubble is forming and will burst. Guess what will happen to companies who rely on rubbishcontent to generate buzz to sustain inherently flawed businesses?
- Now the metrics – because most of us are driven by metrics
- The issue of metrics – common sense kicks in
- common sense vs data
- “Step away from the arms race”
- Gets the heart pumping but you don’t get anywhere
- The problems in riding waves (like Bob): when they crash
- Sailing straight
- “I know it’s not easy. At the very least pause and think of the benefits.”
- “Look back with pride – not discomfort.”
- SHORT